ASSIGNMENT 1 Case Study: Agro Industria Exportadora S. A. (AI) AI was founded in 1973.

Its original owners were from Zamora and Michoacan, in Mexico, and they planned to buy agricultural produce and process it for sale, using labour-intensive processes. AIs operations, employing as many as 450 people, lasted until 1982. During this early period, the founding partners invited Mr. Gonzalez, from Guadalajara, to join the company as a manager. Over time he received an ownership interest, and in 1978 he decided to buy out the original owners, a process that was completed in 1982. At this time, however, the Mexican economy was in a parlous state, with the peso being heavily devalued after a long period of being tied to the dollar at a fixed parity of 12.5 to a dollar. The difficult economic situation led Mr. Gonzalez to cease operations. However, given Mexicos potential in agriculture and agribusinesses, the International Finance Corp. (IFC) which is a division of the World Bank, decided to make agribusiness investments in Mexico. IFC invited a Mexican national. Mr. Ojeda, who was also a director of Banamex, to become involved in such a venture. He in turn contacted Mr. Gonzalez to restart operations, with a greater focus on exporting. The re-born company slowly found its feet and, in 1986, Mr. Ojeda quit Banamex to become a partner in the company, with additional capital investment from the venture capital arm of Banamex. The company decided to focus on exporting frozen vegetables and sought another partner, Mr. Polari, a big grower of vegetables. Mr. Polaris association with the company lasted for three years, until 1989, when he sold his share in the company. By then AI had its ownership divided as follows: Mr. Gonzalez held 25 percent, Mr. Ojeda had 35 percent, with the balance held by an investor from Mexico City. IFC, which had held its ownership stake in the company during its difficult years, sold out, as is its custom once the company seemed to be on an even keel and did not require continued IFC capital or support. Initially, the company had canned Anaheim chillies for export to the United States. Once United States opened its market to the import of fresh Mexican chillies, however, prices shot up and selling canned chillies was no longer viable. Hence AI had to find another line for its canning plant, which had started initial operations in 1987. Mr. Gonzalez had been invited to Japan and in scouting business opportunities there noticed that the Japanese were heavy users of grapefruit segments, in jellies, cakes, pies, and so on. He returned to Mexico thinking that this represented a potential opportunity for AI. However, some practical problems immediately arose. Whereas chillies are high in acidity, fruit is generally low in acid and high in sugar content. As a result, cans are liable to explode easily. Hence, AI had to experiment with new canning methods and processes. However, Japanese canning technology as applied to grapefruit was not useful to AI because of differences in weather, altitude (Guadalajara is about 3,000 feet above sea level), and humidity. Further, fresh fruit is soft and has a different texture from frozen produce. Therefore, AI had to adapt its production processes. Its initial exports to Japan were of poor quality, and shipments suffered from spoilage. Consequently, AI had to request time from its Japanese clients to solve its production problems. In 1990, AI decided to change over to using imported U.S. cans. The cans needed a special enamel coating to accommodate citrus products. Further, the Mexican cans oxidized easily, even before use, and were not of uniform quality, as different kinds of steel imported from Spain, Venezuela, and so on were used in production. Consequently, AI decided to import cans from Florida, even though this meant paying for transporting empty cans that were being shipped to the AI plants. But the U.S. cans were of superior quality, and soon AI stopped experiencing problems with exploding cans and other problems of uneven quality. AI had learned that the Japanese were continually seeking quality improvements, and at continually lower prices. At first AI exported on an exclusive basis to Marubeni Corp. However, when Marubeni began lowering the quantities it purchased, AI began to seek additional Japanese distributors, including additional Japanese

trading companies Mitsui and Toshoku. Because AI had established a good name in Japan, it had actually been approached by Marubeni about becoming a distributor. AIs competition came from Mexico, Israel, and South Africa. AI had the best quality (or so it claimed), though its prices were slightly higher. AI felt that it was too difficult to sell directly to the Japanese consumer firms, who numbered about 50 in all: major grocery chains, food processors, and others. AI typically processed the fruit in Mexico, packed it in cans without labels, and used a Mexican shipping line for transportation to Japan. It shipped about one container every 10 days to Japan, with the final customer price about double the FOB Manzanillo price. A critical point in export success is the quality of the raw material, that is, the produce. AI took care in its purchasing. Japanese customers wanted the grapefruit segments to be all of the same size. Hence AI had two people permanently stationed at the growers sites, where they made commitments to purchase fruit at the bloom stage, picking producers based on taste, freshness, and fruit size. Once fruit were ready to pick, picking was done every day, with AIs two people on flat-out supervision. Once the fruit was received, it was graded by size, with the smaller units sold off to juice firms. Only the fruit of the requisite size was exported to Japan. On average, for fruit with a value of 100 pesos, transportation costs added another 120 pesos. Imported cans were stored in-bond, to avoid duties, since the cans were destined for re-export. Most of the fruit exports to Japan were in #10 cans, containing 2 kilograms of product and 1 kilogram of syrup. As is to be expected, AI faced seasonal cycles and had to develop multiple fruit lines to keep themselves busy year round. For example, in 1992 fiscal year, AI exported: Grapefruit Valenciana oranges Lemons August-December January-March May-August 1.575 million pounds 1.470 million pounds 0.400 million sacks

AI felt that it had to pick produce lines for its plant that were not chosen by its competitors. Its most recent produce addition is strawberries, with a target of 7 million pounds annually. To enter this line, AI made an agreement with Congeladora de Samora, whereby it took over operations of their factory in return for a 5050 split of profits. Strawberries are generally sold in 30-pound plastic pails, in pure-Pak cartons, or 425pound drums for use by jam manufacturers. Foreign Markets AI has a U.S. food broker, World Food Sales, which it owns. World Foods sales director was a former partner of AI in its earlier incarnation, and has over 30 years of experience in frozen produce. AI pays a 6 percent sales commission to World Food. World Food also represents other Mexican food produce companies, such as growers of broccoli and cauliflower. Sometimes the U.S. broker served as an alternative export conduit to Japan, enabling AI to export incremental quantities if demand from its (then) exclusive distribution arrangement in Japan was low. As part of operating procedures, all sales are made on letters of credit, and quotes to all international customers are priced in U.S. dollars. In addition to Japan and the U.S., AI also sells to Europe, principally to Germany. Like Japan, Germany requires quality and is willing to pay a higher price if necessary. Mr. Gonzalezs wife is German and was instrumental in helping break into the German market, achieved gradually by repeated visits to the World Food Fair, held every third year in Cologne, Germany. German exports are to IC Frozen Foods, the German distributor, who exports to Sweden and Denmark, where it has representatives. The U.K. is a more difficult market, as lower-quality, highly discounted products compete with AIs produce. AI has also considered Korea as a market though a 1991 visit indicated that while AI quality was considered superior, its prices were held to be high. New Directions AIs goal is to diversify its export markets. In 1990, its export sales were 70 percent to the U.S. and Canada, 25 percent to Japan, and 5 percent to Europe. In 1992, the respective percentages were 60, 30, and

10. For 1993, targeted percentages were 50, 40, and 10. AI notes that each market has peculiarities and presents a different set of challenges. For the U.S. market, AI is experimenting with new lines such as broccoli, cauliflower, romanesco (a hybrid of cauliflower and broccoli), Brussels sprouts, and cucumbers, both pickled and fresh. Cucumbers represent its latest success, which it buys from 92 growers who devote 205 hectares to the crop, with total exports being 4.4 million pounds. AI is renting a plant to process cucumbers. It houses three grading machines, where cucumbers are first sorted by size. They are then hydrocooled, loaded on to 40-ton trailers in green plastic bags, along with 2 tons of ice, and then exported to the U.S. at a temperature of 38 degrees Fahrenheit, with more ice added after crossing the border. The cucumbers continue on to Colorado, where they are washed, packed, and sold as fresh produce. The entire cycle averages 17 hours from receipt of cucumbers to the crossing the border, with a total elapsed time of 24 hours to Colorado. The central and critical element is freshness. Role of Logistics Logistics are extremely important. AI uses the Mexican carrier Aguilas de Oro with a handoff at the border to Middleton Trucking, which has a fleet of 110 trucks. The crossing point is Laredo, Texas, which is extremely hot. Therefore, the produce has a high risk of perishability. Success is partly a matter of minimizing transportation costs. In July and August, at the height of cucumber-pickling season, trucking rates are seasonally low due to excess capacity, and AI is able to negotiate rates averaging one cent per pound for ordinary cargo to Laredo and 2 cents for cooled cargo a saving of almost 33 percent over normal tariffs. AI negotiated directly with trucking companies such as Middleton, choosing Middleton over competitive bids from Freymiller and Prime. Another bottleneck is the availability of containers, and major clients such as Vlasic guarantee the availability of containers at the border. In general, it is important to first arrange the U.S. transportation leg with Middleton before closing the link by entering into a contract with its Mexican partner. An alternative is to sell cucumbers in a brine solution for pickling, with the cucumbers in brine sent to the U.S. for further processing: washing, slicing, and then sale to clients such as McDonalds or to major pickling companies such as Vlasic Foods. AI cucumber sales reached 2.75 million pounds of brine pickles in 1992. For shipment to Europe, the company contracts for a certain number of containers each month to transport its products, currently 10 to 12 containers a month, on terms typically set out separately as FOB plant, plus freight, in-bond expenses, trans-loading and ocean freight. For 1993, shipping estimates were at 150 containers of produce, split 70 percent broccoli and 30 percent romanesco, which is gaining a market. Three hundred tons of romanesco were shipped in 1992, with an estimated 1,000 tons to be shipped in 1993. Romanesco is costlier to grow, however, with a pound of seed costing 2,500 dollars versus 200 dollars for a pound of broccoli seed. AI buys the seed and provides it to the better growers who are more likely to grow a crop from the expensive seed. Costs and Regulations AIs food processing is labour intensive though seasonal. For example, the grapefruit segment preparation requires an assembly line of about 2,250 women who cut, peel, segment, and can grapefruit. A key is intelligent buying of raw materials, signing contracts with growers in advance, and never growing ones own produce. For 1992, AI sales were 16 million dollars, yielding a profit of 1.5 million dollars. For 1993, estimates were for sales of 27 million, with a net profit target of about 8.5 percent. As a Mexican company, capitalization is also critical, especially in export markets where working capital requirements are higher. To enable AI to take a longer term perspective on export markets, AIs partners contributed an additional 1.5 million dollars in capital in order to reduce borrowing costs (over 30% on an annual basis on peso-denominated debt in Mexico). A complication is divergent agricultural standards in different export markets. Regulations differ across countries about permissible levels of chemical additives and fertilizers. Hence the two supervisors assigned to grower relations must monitor the farming process. AI often deliberately supplies chemicals and fertilizers to facilitate certification of additive levels in export produce. In addition, AI will carry out the

necessary inspections prior to export, as in the case of strawberries destined for the U.S. market, where permissible chemical parts per million have been lowered from 0.5 to 0.05. Duties are a concern, as most advanced nations protect agricultural products. For example, duties on vegetable to the U.S. have averaged 17 percent, on strawberries 14 percent, and on average, about 13 percent of shipment value. With the passage of NAFTA, these tariffs will be lowered but will not disappear. In comparison, Central America enjoys duty-free access to Europe and the U.S., a considerable advantage over AI produce. Similarly, in Japan, there is a 17 percent duty on products in a sugarcane-based syrup, but syrup with a corn base can enter duty-free. At the same time, quality standards are such that exports to Japan must meet higher quality standards than exports to the U.S. market. The Future AI is serious about expanding its export business. Its owners believe that in international business, once they make a deal, they must honour it. In one case, they bought lemons out of season at six times the regular price, and air-freighted the product in order to meet a commitment to a customer. The customers satisfaction led to a large order the next year. The partners are convinced that AI can only succeed by building long-term relationships in export markets. Timely delivery is also a must, given the perishable and seasonal nature of the products. Third, there is no question that AI must deliver the best quality products, both to win customers and to get repeat orders. QUESTIONS (5 Marks each. Maximum Marks 20): 1. 2. 3. 4. How did AI first enter export markets? What factors enabled it to compete in the U.S. market? How did AI enter the Japanese market? What were the challenges in exporting to Japan? Trace the evolution of AIs expansion in international markets, in terms of product lines and geographic market scope. Would you consider that AI has been successful in entering international markets? What are the factors critical to AIs success?